One Minute Briefs creator Nick Entwistle talks outrage: 'If an ad offends you… it’s more than likely not aimed at you'

The Chip Shop Awards are back for another year to recognise the most out-there, cheeky and creative ads the rogues of the advertising world can muster. And as the 1 April deadline for entries approaches, we will be bringing you some insider advice on what it takes to win a coveted Chip.

The Drum has tapped the minds of our judges, creative directors from Mr. President, Innocent Drinks, Edelman, Sunshine, Arc London and One Minute Briefs, to find out about their most outrageous advertising experiences and get to the bottom of what makes the perfect Chip Shop ad.

Nick Entwistle, creator of social media creativity movement, One Minute Briefs takes our questions today.

The Drum: How can Chip Shop entrants make sure their work gets your attention and doesn't get relegated to the bottom drawer forever?

Nick Entwistle: If you really believe it would be amazing if the ad were to ever run then enter it but don’t just enter for the sake of it. Enter work you truly believe in. Enter the work that will make me say "I wish I’d have thought of that".

TD: What do you think the Chip Shop Awards bring to the industry? Are these awards a dirty joke or the place to stretch your advertising wings?

NE: The slogan is'Creativity without Limits'. I’m a huge advocate of that with One Minute Briefs and I think it provides a platform that allows all creatives at whatever level to show how creative they can be without restriction.

TD: What's the best idea for an ad you've ever had that never ran?

NE: I can’t say. Because I’m determined to make sure it does run at some point in the future.

TD: Can you tell us about the most daring pitch you've been involved in - or heard about?

NE: In my latest pitch there was a stage and a ‘live’ dance performance. The best one I’ve heard about from another agency is where they deliberately turned up an hour late for a pitch with a train company to show how the customers feel. Very brave, bold and clever. They won the business.

TD: Where is the line between being provocative and going too far in advertising?

NE: If the work is vulgar and doesn’t have a big idea behind it, then it is unnecessary. If being provocative is the idea in itself, that is fine.

TD: Is advertising more or less outrageous than it used to be? And is this a good or bad thing?

NE: Less outrageous. Everything is so PC. It’s a bad thing for me as it limits creativity by trying not to offend people. If an ad offends you… it’s more than likely not aimed at you and by being offended you make the advert even stronger as a result. Eg. Protein World.

Earlier this week we interviewed Chip Shop judge John Jessup, who shared how to snag the top prize in advertising.

For some inspiration, check out our Chip Shop Awards Hall Of Fame. Or for more information on how to enter, deadlines and more, visit the Chip Shop Awards website.